Terrible copy in KEF:

Sign reading: One of the few airports in the world which is both tax and duty free, meaning up to 50% off city prices. Experience Iceland. This is Iceland at it’s purest. Come and Experience Iceland.

Duty free shopping is Iceland at it’s purest? Seriously? May as well jump back on the plane without leaving the airport then.

Banner above checkouts reading: Worth The Experience

Apparently the experience of buying aforementioned duty free goods is so bad that signs are required to reassure you that the goods are worth it.